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Interaction and brand experience as a path for brand love: a PLS-SEM marketing application

 

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Opened Access Interaction and brand experience as a path for brand love: a PLS-SEM marketing application
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Author: Barajas Portas, Karla
Date: 2015
ISBN/ISSN: 9789036540568
Document type: Presentation
Abstract: Interaction through online social networking sites is one of the most relevant topics nowadays. In the other hand, brand experience has become a powerful for marketers also creating an important bond. Considering both constructs, we propose to analyze the effect of them as a path of the brand love. We analyze the effect of interaction and brand experience on brand love. We conducted a path analysis using PLS-SEM. This paper explores a new way for marketers to improve the engagement with consumers. These interactions between consumers and their brands make stronger the relationship among them.
Size: 680.7Kb
Format: PDF

URI: http://hdl.handle.net/11441/55511

DOI: 10.3990/2.327

This work is under a Creative Commons License: 
Attribution-NonCommercial-NoDerivatives 4.0 Internacional

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